As part of the MMA’s Great Marketing Growth Debate, this research was launched to understand marketers’ application of the leading growth frameworks presented as part of the series. Through this study, we aimed to explore two important questions:
- What is the level of marketing alignment when it comes to driving growth?
- How do companies approach marketing growth?
The findings of this first report surprised us and reveal two schools of thought when it comes to marketing growth, as well as a possible tension within organizations when it comes to driving growth.